Chasing Jargon: Why Can’t We Just Call Them People?
Every industry has a bunch of special business terms that they know, love, and often revere. However, few of our customers, clients, prospects, or targets use the words and phrasing specific to our professions. In fact, regular folks are so unimpressed with (and uninterested in) our super-secret nomenclature that the very use of this insider vocabulary often alienates the people we most want to impact – our target audience. The worst offense seems to lie in the language we us
